Adidas: Localizing Global Campaigns for Korean
From 2019 to 2021, I worked as the in-house Art Director for Adidas Korea, where I led creative strategy and visual development across a wide range of domestic and global campaigns. My role involved adapting global brand guidelines to resonate with Korean audiences while preserving visual consistency and pushing creative innovation. Over two years, I supported more than 10 major campaign launches, seasonal retail drops, ambassador-driven content, and collaborative capsule collections. One of the most defining projects was the MADE HERE campaign, which reinterpreted global messaging through the lens of Korean youth and athletic culture.
나의 모든 시작 MADE HERE
Role
Led art direction for all major local and regional campaigns in Korea
Localized global visual systems while preserving brand integrity
Directed concepts, moodboards, and execution for ATL/BTL (OOH, digital, retail, e-commerce)
Worked closely with the global brand team to interpret master guidelines for local markets
Oversaw timelines and guided internal teams and external vendors
Collaborated with stylists, producers, athletes, and marketers for impactful content
Built reusable templates and scalable systems for efficient rollout
Challenge
Aligned global campaigns with Korean culture in an authentic, aspirational way
Adapt creative assets for Korea’s highly digital and mobile-centric media landscape
Responded swiftly to seasonal and time-sensitive launches under strict global timelines
Maintain emotional relevance for Gen Z audiences who seek individuality and cultural identity
Creative Approach
Reframed global narratives with localized storytelling, tapping into cultural cues and athlete-led inspiration
Led the ‘MADE HERE’ campaign with swimmer Kim SeoYoung, designing key visuals and campaign messaging focused on the theme of "personal beginnings"
Built templates and toolkits for faster, high-quality execution across teams
Integrated trend-driven design direction and digital-first thinking to resonate with Korea’s Gen Z
Outcome
Strengthened Adidas’ brand voice in Korea with globally aligned, locally resonant campaigns
Increased social engagement and campaign participation through culturally attuned messaging
MADE HERE and other locally-driven assets were later repurposed by regional APAC teams
Elevated team maturity by streamlining workflow, mentoring juniors, and building scalable design systems
Client: Adidas
Task scope: Digital Campaign
Scope: Graphic Design, Social Media Strategy, Digital Advertising
Year: 2020~2022
